Valentine’s Day shopping is increasingly driven by speed and spontaneity, according to an analysis by Unicommerce. Data from over 15 million order items processed through Unicommerce’s flagship platform, Uniware, across quick commerce platforms, marketplaces, and brand websites between 1 and 10 February 2026 highlights how impulse buying and instant delivery are reshaping occasion-led commerce.
While overall e-commerce order volumes grew by approximately 17 percent compared to the same period last year, quick commerce platforms recorded a sharp 48 percent year-on-year jump in orders. Direct-to-consumer brand websites saw order volumes rise by around 16 percent, while marketplaces posted growth of nearly 14 percent during the same period.
Gifting Moves Beyond Flowers and Chocolates
Consumer preferences during Valentine’s Day are expanding well beyond traditional gift categories. Data indicates that shoppers are increasingly embracing the idea that almost anything can be gifted. Popular purchases included gourmet snacks, artisanal teas, and chocolates, along with beauty and personal care products such as perfumes, skincare kits, and makeup combinations. Lifestyle gifting items including couple coffee mugs and cushions also saw strong demand, while practical, wellness, and everyday-use products emerged as thoughtful alternatives for modern gifting.
Valentine’s E-Commerce Momentum Spreads Across City Tiers
The surge in Valentine’s Day shopping was visible across regions and city tiers. Tier 1 cities and metropolitan areas recorded growth of around 19 percent, Tier 2 cities saw approximately 14 percent growth, and Tier 3 cities matched metro performance with nearly 18 percent growth. The data reflects increasing adoption of e-commerce for occasion-based purchases across both urban centres and emerging markets.
Smart Reminders Drive Last-Minute Purchases
Personalised communication and timely nudges played a critical role in converting last-minute intent into sales. Insights from Unicommerce’s marketing automation platform, Convertway, show that brands engaged in over 1.2 million customer interactions via SMS, WhatsApp, RCS, and its AI voice agent, Catalyst, during the Valentine’s period. These targeted outreach efforts resulted in more than 18,000 orders, generating close to ₹35 million in value.
Overall, the data highlights how modern e-commerce ecosystems are built for speed and real-time responsiveness. With the use of AI-driven messaging, optimised warehousing, and efficient delivery planning, brands are increasingly able to convert last-minute Valentine’s shopping into on-time deliveries and completed purchases.
